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Your campaign objective, optimization goal, and bid strategy work together to tell Meta who to show your ads to and how to spend your budget. Getting these right is critical to campaign performance.

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Campaign Objectives

AdStellar supports three campaign objectives:
Choose the objective that matches your actual business goal. If you want purchases, use Sales — even if you think Traffic would be cheaper. Meta’s algorithm is most effective when the objective matches the desired outcome.

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Optimization Goals

Within each objective, you choose what specifically to optimize for.

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Traffic

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Leads

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Sales

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Bid Strategies

The available bid strategies depend on whether you use Campaign Budget (CBO) or Ad Set Budget (ABO).

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With Campaign Budget (CBO)

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With Ad Set Budget (ABO)

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CBO vs ABO

CBO (Campaign Budget Optimization / Advantage Campaign Budget) — Budget is set at the campaign level. Meta distributes it across ad sets based on performance. Best when you want Meta to shift budget to top performers. ABO (Ad Set Budget Optimization) — Budget is set per ad set. Each ad set gets its own fixed budget. Best when you want equal budget distribution or specific per-audience budgets.
Meta has been pushing advertisers toward CBO (now called “Advantage Campaign Budget”). Both options remain available in AdStellar, but CBO is generally recommended for most campaigns.